Mother Dairy Fruit & Vegetable has renewed its integrated media mandate with WPP Media for another four years, extending the partnership until 2030. Under the renewed agreement, WPP Media’s Wavemaker will continue handling integrated media planning and buying for the company.
The association between the two companies dates back to Mother Dairy’s digital media business, before expanding to include mainline media in 2018. The renewed mandate will focus on brand-building and performance-led media strategies across Mother Dairy’s consumer segments, with WPP Media continuing to align its approach with key consumption occasions, backed by audience intelligence and integrated planning.
Jayatheertha Chary, Managing Director of Mother Dairy Fruit & Vegetable, said the long-standing partnership has played an important role in strengthening the brand’s connection with consumers over the years. He added that as consumer journeys continue to evolve, the company looks forward to drawing on deeper insights, innovation and data-led capabilities to build more meaningful engagement, strengthen brand affinity, and reach new consumers as it drives the next phase of growth.
Navin Khemka, President of Client Solutions at WPP Media South Asia, said the extension reflects a relationship built on shared ambition, trust and consistent delivery. He noted that as India’s consumer and media landscapes evolve rapidly, the focus remains on connecting Mother Dairy’s heritage with modern, data-driven storytelling, deepening audience engagement and accelerating growth across the company’s business verticals.
The renewal underscores the continuity of one of India’s longer-running client-agency relationships in the FMCG and dairy space, now extending past a decade as both companies look to scale data-led strategies further.
